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The Awful Mix-up
Marketing Strategy vs. Tactics
                 Dr. Nader Al Mallah
                           Managing Director
                 ideas Holding Group, Bahrain
The Awful Mix-up…




         "It's not enough that we do our best;
      sometimes we have to do what's required."
                                           Sir Winston Churchill




The Awful Mix-up: Marketing Strategy vs. Tactics
The Awful Mix-up: Marketing Strategy vs. Tactics



                           The 3 FACTS
Driving and Enforcing the Confusion
Fact #1




 Many people and businesses are unable to distinguish
                        Marketing Stagey from Tactics

                                                   But Why?



The Awful Mix-up: Marketing Strategy vs. Tactics
Fact #2


                                         The Internet offers:

            More misinformation than information
             More nonsense than common sense
         More nicely formatted templates than properly
                     formulated documents
                                                   But Why?


The Awful Mix-up: Marketing Strategy vs. Tactics
Fact #3


                            The ‘JUST BE THERE’ Syndrome

    makes many people and businesses post and share
          incomplete, wrong and contradicting
   information, without even reading them rather than
       mastering them, just for the seek of posting!!


                                 So, what is the ‘TRUE’?


The Awful Mix-up: Marketing Strategy vs. Tactics
The Awful Mix-up: Marketing Strategy vs. Tactics



Marketing Strategy vs. Tactics, in Brief
                     Important Differentiation
A Marketing STRATEGY is NOT A TACTIC


 » A Strategy is an idea; a conceptualization of how the
   goal could be achieved.

 » A Tactic is an action you take to execute the strategy;
      examples: TV Advertising, Magazine Ads, Infomercials, Retail
      Promotions, Website, Social Media, etc.




The Awful Mix-up: Marketing Strategy vs. Tactics
STRATEGIES and GOALS are NOT SYNONYMOUS


 » A Goal is an observable and measurable End Result
   having one or more objectives to be achieved within
   a more or less fixed timeframe.

 » It’s NOT a Strategy unless there’s an IDEA behind it.

 » Any number of strategies can be used to achieve a
   business goal


The Awful Mix-up: Marketing Strategy vs. Tactics
Relationship between Strategies, Tactics & Goals


                          STRATEGY

                   TACTIC                  TACTIC

                   TACTIC                  TACTIC

                                                    GOAL
                          STRATEGY

                   TACTIC                  TACTIC

                   TACTIC                  TACTIC



The Awful Mix-up: Marketing Strategy vs. Tactics
The Awful Mix-up: Marketing Strategy vs. Tactics



What Makes a Good Marketing Strategy?
             Common Components of Strategies
Common Components of Good Strategies




 » Thorough understanding of the brand’s status and
   story
 » A realistic assessment of the product’s strengths &
   weaknesses
 » A clear picture of the competition
 » Intimate knowledge of the consumer and the market
 » A grasp of the big-picture business implications


The Awful Mix-up: Marketing Strategy vs. Tactics
FACTs about Marketing Strategies




 » A great strategy does not depend on brilliant tactics
   for success.
 » If the idea is strong enough, you can get by with
   mediocre tactical execution.
 » Even the best tactics can’t compensate for a lousy
   strategy.




The Awful Mix-up: Marketing Strategy vs. Tactics
Case Study


 Do NOT build a hell of a strategy
 around a simple tactical idea…

 » Domino’s came up with the their ‘30-minute
   delivery guarantee’
 » Someone just said: “Hey, what if we guaranteed 30-
   minute delivery?” and…
 » A Strategy was born


The Awful Mix-up: Marketing Strategy vs. Tactics
Case Study


 Do NOT build a hell of a strategy
 around a simple tactical idea…

 What’s wrong with that?!
 » Domino’s couldn’t compete on product quality, but
   on speedy delivery.
 » The entire operation revolved around the promise of
   30-minute delivery rather than quality of the pizza!!


The Awful Mix-up: Marketing Strategy vs. Tactics
The Awful Mix-up: Marketing Strategy vs. Tactics



          The “What if…?” TEST
Differentiating between Strategy & Tactics
What is “What if” Test?




 » “What if” is a simple tool used in Sensitivity Analysis
   that allows testing the ‘phrase’ you came up with to
   find out whether it is a Tactic, a Strategy or a Goal

 » It only needs your ‘Common Sense’

 » Just apply the question and see if it contains an ‘idea’


The Awful Mix-up: Marketing Strategy vs. Tactics
What is “What if” Test?




 » What if we create multi versions of this system?
   Creating multi versions of the system is a Business
   IDEA.

 »    What if we develop a website? a Tactic
 »    What if we use search engine? a Tactic
 »    What if we increase market share? a Goal
 »    What if we analyze our competitors? a Tactic

The Awful Mix-up: Marketing Strategy vs. Tactics
The Awful Mix-up: Marketing Strategy vs. Tactics



         Master Your Work
Essential Marketing Definitions
Essential Marketing Detentions


 » Marketing
 The management process through which goods and
 services move from concept to the customer. It
 includes the coordination of four elements called the 4
 P's of marketing:
 1. Product
 2. Price
 3. Place
 4. Promotion

The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Marketing Strategy
 An organization's strategy that combines all of its
 marketing goals into One Comprehensive Plan. A good
 marketing strategy should be drawn from Market
 Research and Focus on the right Product Mix in order
 to achieve the maximum profit potential and sustain
 the business.
 The Marketing Strategy is the Foundation of a
 Marketing Plan.


The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Tactics
 Near term Actions taken to solve specific problems or
 accomplish specific goals.

 » Marketing Tactics
 Actions taken to execute the Marketing Strategy.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Plan
 Written account of intended future Course of Action
 (scheme) aimed at achieving specific Goal(s) or
 Objective(s) within a specific timeframe.
 The Plan explains in detail what needs to be
 done, when, how, and by whom, and often includes
 best case, expected case, and worst case scenarios.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Planning
 A basic management function involving formulation of
 one or more detailed plans to achieve optimum
 balance of needs or demands with the available
 resources.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Planning Process
 The Planning Process involves:
 1. identifying the goals or objectives to be achieved
 2. Formulating strategies to achieve them
 3. Arranging or creating the means required
 4. Implementing, directing, and monitoring all steps in
    their proper sequence.



The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Marketing Plan
 Product specific, market specific, or company-wide plan
 that describes activities involved in achieving specific
 marketing objectives within a set timeframe.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Marketing Plan
         A market plan begins with the identification (through
          market research) of specific customer needs and how the
          firm intends to fulfill them while generating an acceptable
          level of return.
         It generally includes analysis of the current market
          situation (Opportunities and Trends) and detailed action
          programs, budgets, sales forecasts, strategies, and
          projected (proforma) financial statements.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Market Orientation
 A business approach or philosophy that focuses on
 identifying and meeting the stated or hidden needs or
 wants of customers.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Marketing Mix
 A planned mix of the controllable elements of a
 product's marketing plan commonly termed as 4Ps:
 Product, Price, Place, and Promotion.
 These four elements are adjusted until the right
 combination is found that serves the needs of the
 product's customers, while generating optimum
 income.



The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Profit Potential
 The capacity for making more money in future
 transactions in business and trading.
 Profit Potential is an important factor in any business or
 investment plan, and it is often a key element in the
 assessment of high percentage trades in the various
 asset markets.




The Awful Mix-up: Marketing Strategy vs. Tactics
Essential Marketing Detentions


 » Market Equilibrium
 A situation in which the supply of an item is exactly
 equal to its demand. Since there is neither surplus nor
 shortage in the market, price tends to remain stable in
 this situation.




The Awful Mix-up: Marketing Strategy vs. Tactics
Thank You
Dr. Nader Al Mallah
          Managing Director
ideas Holding Group, Bahrain

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The Awful Mix up - Marketing Strategy vs. Tactics

  • 1. The Awful Mix-up Marketing Strategy vs. Tactics Dr. Nader Al Mallah Managing Director ideas Holding Group, Bahrain
  • 2. The Awful Mix-up… "It's not enough that we do our best; sometimes we have to do what's required." Sir Winston Churchill The Awful Mix-up: Marketing Strategy vs. Tactics
  • 3. The Awful Mix-up: Marketing Strategy vs. Tactics The 3 FACTS Driving and Enforcing the Confusion
  • 4. Fact #1 Many people and businesses are unable to distinguish Marketing Stagey from Tactics But Why? The Awful Mix-up: Marketing Strategy vs. Tactics
  • 5. Fact #2 The Internet offers: More misinformation than information More nonsense than common sense More nicely formatted templates than properly formulated documents But Why? The Awful Mix-up: Marketing Strategy vs. Tactics
  • 6. Fact #3 The ‘JUST BE THERE’ Syndrome makes many people and businesses post and share incomplete, wrong and contradicting information, without even reading them rather than mastering them, just for the seek of posting!! So, what is the ‘TRUE’? The Awful Mix-up: Marketing Strategy vs. Tactics
  • 7. The Awful Mix-up: Marketing Strategy vs. Tactics Marketing Strategy vs. Tactics, in Brief Important Differentiation
  • 8. A Marketing STRATEGY is NOT A TACTIC » A Strategy is an idea; a conceptualization of how the goal could be achieved. » A Tactic is an action you take to execute the strategy; examples: TV Advertising, Magazine Ads, Infomercials, Retail Promotions, Website, Social Media, etc. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 9. STRATEGIES and GOALS are NOT SYNONYMOUS » A Goal is an observable and measurable End Result having one or more objectives to be achieved within a more or less fixed timeframe. » It’s NOT a Strategy unless there’s an IDEA behind it. » Any number of strategies can be used to achieve a business goal The Awful Mix-up: Marketing Strategy vs. Tactics
  • 10. Relationship between Strategies, Tactics & Goals STRATEGY TACTIC TACTIC TACTIC TACTIC GOAL STRATEGY TACTIC TACTIC TACTIC TACTIC The Awful Mix-up: Marketing Strategy vs. Tactics
  • 11. The Awful Mix-up: Marketing Strategy vs. Tactics What Makes a Good Marketing Strategy? Common Components of Strategies
  • 12. Common Components of Good Strategies » Thorough understanding of the brand’s status and story » A realistic assessment of the product’s strengths & weaknesses » A clear picture of the competition » Intimate knowledge of the consumer and the market » A grasp of the big-picture business implications The Awful Mix-up: Marketing Strategy vs. Tactics
  • 13. FACTs about Marketing Strategies » A great strategy does not depend on brilliant tactics for success. » If the idea is strong enough, you can get by with mediocre tactical execution. » Even the best tactics can’t compensate for a lousy strategy. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 14. Case Study Do NOT build a hell of a strategy around a simple tactical idea… » Domino’s came up with the their ‘30-minute delivery guarantee’ » Someone just said: “Hey, what if we guaranteed 30- minute delivery?” and… » A Strategy was born The Awful Mix-up: Marketing Strategy vs. Tactics
  • 15. Case Study Do NOT build a hell of a strategy around a simple tactical idea… What’s wrong with that?! » Domino’s couldn’t compete on product quality, but on speedy delivery. » The entire operation revolved around the promise of 30-minute delivery rather than quality of the pizza!! The Awful Mix-up: Marketing Strategy vs. Tactics
  • 16. The Awful Mix-up: Marketing Strategy vs. Tactics The “What if…?” TEST Differentiating between Strategy & Tactics
  • 17. What is “What if” Test? » “What if” is a simple tool used in Sensitivity Analysis that allows testing the ‘phrase’ you came up with to find out whether it is a Tactic, a Strategy or a Goal » It only needs your ‘Common Sense’ » Just apply the question and see if it contains an ‘idea’ The Awful Mix-up: Marketing Strategy vs. Tactics
  • 18. What is “What if” Test? » What if we create multi versions of this system? Creating multi versions of the system is a Business IDEA. » What if we develop a website? a Tactic » What if we use search engine? a Tactic » What if we increase market share? a Goal » What if we analyze our competitors? a Tactic The Awful Mix-up: Marketing Strategy vs. Tactics
  • 19. The Awful Mix-up: Marketing Strategy vs. Tactics Master Your Work Essential Marketing Definitions
  • 20. Essential Marketing Detentions » Marketing The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: 1. Product 2. Price 3. Place 4. Promotion The Awful Mix-up: Marketing Strategy vs. Tactics
  • 21. Essential Marketing Detentions » Marketing Strategy An organization's strategy that combines all of its marketing goals into One Comprehensive Plan. A good marketing strategy should be drawn from Market Research and Focus on the right Product Mix in order to achieve the maximum profit potential and sustain the business. The Marketing Strategy is the Foundation of a Marketing Plan. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 22. Essential Marketing Detentions » Tactics Near term Actions taken to solve specific problems or accomplish specific goals. » Marketing Tactics Actions taken to execute the Marketing Strategy. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 23. Essential Marketing Detentions » Plan Written account of intended future Course of Action (scheme) aimed at achieving specific Goal(s) or Objective(s) within a specific timeframe. The Plan explains in detail what needs to be done, when, how, and by whom, and often includes best case, expected case, and worst case scenarios. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 24. Essential Marketing Detentions » Planning A basic management function involving formulation of one or more detailed plans to achieve optimum balance of needs or demands with the available resources. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 25. Essential Marketing Detentions » Planning Process The Planning Process involves: 1. identifying the goals or objectives to be achieved 2. Formulating strategies to achieve them 3. Arranging or creating the means required 4. Implementing, directing, and monitoring all steps in their proper sequence. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 26. Essential Marketing Detentions » Marketing Plan Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 27. Essential Marketing Detentions » Marketing Plan  A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable level of return.  It generally includes analysis of the current market situation (Opportunities and Trends) and detailed action programs, budgets, sales forecasts, strategies, and projected (proforma) financial statements. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 28. Essential Marketing Detentions » Market Orientation A business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of customers. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 29. Essential Marketing Detentions » Marketing Mix A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: Product, Price, Place, and Promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 30. Essential Marketing Detentions » Profit Potential The capacity for making more money in future transactions in business and trading. Profit Potential is an important factor in any business or investment plan, and it is often a key element in the assessment of high percentage trades in the various asset markets. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 31. Essential Marketing Detentions » Market Equilibrium A situation in which the supply of an item is exactly equal to its demand. Since there is neither surplus nor shortage in the market, price tends to remain stable in this situation. The Awful Mix-up: Marketing Strategy vs. Tactics
  • 32. Thank You Dr. Nader Al Mallah Managing Director ideas Holding Group, Bahrain